The United Kingdom’s approach to encouraging environmentally positive behaviour has been three-pronged, through voluntarism, incentives and regulation, and the balance between the approaches has fluctuated over time. Whilst financial incentives and regulatory approaches have been effective in achieving some environmental management behavioural change amongst farmers, ultimately these can be viewed as transient drivers without long-term sustainability. Increasingly, there is interest in ‘nudging’ managers towards voluntary environmentally friendly actions. This approach requires a good understanding of farmers’ willingness and ability to take (...) up environmental activities and the influences on farmer behavioural change. The paper aims to provide insights from 60 qualitative farmer interviews undertaken for a research project into farmers’ willingness and ability to undertake environmental management, particularly focusing on social psychological insights. Furthermore, it explores farmers’ level of engagement with advice and support networks that foster a genuine interest, responsibility and a sense of personal and social norm to sustain high quality environmental outcomes. Two conceptual frameworks are presented for usefully exploring the complex set of inter-relationships that can influence farmers’ willingness to undertake environmental management practices. The research findings show how an in-depth understanding of farmer’s willingness and ability to adopt environmental management practices and their existing level of engagement with advice and support are necessary to develop appropriate engagement approaches to achieve sustained and durable environmental management. (shrink)

There is ongoing contestation around greenhouse gas emissions from ruminant livestock and how society should respond. Media discourses play a key role in agenda setting for the general public and policymakers, and may contribute to polarisation. This paper examines how UK news media portrayed ruminant livestock’s impact on climate change between 2016 and 2021. The analysis addresses a gap in the literature by comparing discourses in national and farming sector newspapers using a qualitative approach. Four national and two farming sector (...) news outlets were searched for articles published between 2016 and 2021. A corpus of 996 relevant articles was assembled, from which 154 were selected for in-depth examination using Critical Discourse Analysis. Four ‘Critical Discourse Moments’ (CDMs), each signifying a discursive shift in the debate, were identified over the 6-year studied period: 1) Low salience, diverging discourses, 2) We must eat far less meat, 3) Fighting the anti-meat agenda, and 4) Policy (in)action at COP26. There was a large increase in the number of published articles from January 2019 onward, partly associated with publication of the EAT/Lancet Commission report. CDM 2 (We must eat far less meat) occurred mainly in the national media, while CDM 3 (Fighting the anti-meat agenda) occurred mainly in the farming media. Our findings reveal both opinion polarisation and intergroup polarisation between national and farming sector media, and low engagement with food system power imbalances. Addressing polarisation will be important to enhance capacity for collective decision-making regarding methane emissions from ruminant livestock. (shrink)

This paper explores how knowledge is exchanged between agricultural advisors and farmers in the context of sustainable farming practices in England. Specifically the paper examines the nature of the knowledge exchange at the encounters between one group of advisors, agronomists, and farmers. The promotion of best management practices, which are central to the implementation of sustainable agricultural policies in England, provide the empirical context for this study. The paper uses the notion of expert and facilitative approaches as a conceptual framework (...) for analyzing knowledge exchange encounters between agronomists and farmers. Data were derived from semi-structured interviews with 31 agronomists and 17 farmers, in the context of three initiatives promoting a range of best management practices including (a) targeted use of nitrogen (N), (b) use of nutrients within manure, and (c) management practices to improve soil structure. The interviews revealed that, although many agronomist–farmer knowledge exchange encounters are characterized by an imbalance of power, distrust, and the divergence of knowledge, other encounters provide a platform for the facilitation of farmer learning in their transition to more sustainable practices. (shrink)